Currently, companies face unprecedented challenges due to
the high competitive level that surrounds them and the last moments of pressure
and uncertainty experienced. To connect with the target audience and keep your
business growing, marketing plays an essential role.
So the question is: what can they do to keep up with the
growth? One of the options is to implement the principles of mindful marketing
that I explain below.
Mindful marketing, what is this trend?
Mindful marketing, also known as "conscious
marketing", comes from the term " mindfulness ", defined as a
state of mind that is achieved by focusing consciousness on the present moment,
the "here and now". At the same time, feelings, thoughts, and bodily
sensations are calmly acknowledged and accepted. It is used as a therapeutic
technique, as it helps to control anxiety and stress, to end insomnia and to
promote creativity, among many other factors.
In the area of marketing, mindfulness helps us find
solutions to society's problems and, more and more rapidly, society is moving
from “mindless” consumption to “mindful” consumption .
Characteristics of mindful marketing
Mindful marketing is made up of 4 main characteristics:
1. The person as the central axis
Mindful marketing is a customer-centric approach, taking
both sellers 'and buyers' interests into account at the same time. In addition,
it looks for ways to create win-win strategies by carefully aligning marketing
functions with consumer interests in mind .>
2. Social responsibility and respect for the environment
All actions have consequences, and mindful marketing wants
to avoid being involved in wasteful, unethical and selfish marketing practices that
can damage the environment around us or directly harm a social group. It seeks,
with business acts, the collective social and environmental benefit .
3. The message matters, a lot!
One of the points that mindful marketing pursues is to
connect with customers on an emotional level , and, to achieve this, one of the
best ways is to do it through stories, through storytelling . Customers want
companies that they can interact with as well as have fun. Therefore, you will
be able to satisfy their desires by generating a connection with your clients
through the stories.
4. The values and benefits
The values that surround mindful marketing are solidarity,
empathy and conscious consumption . It seeks to align the values of the company
with the product or service offered to the public to make the world a better
place for all beings. But, all this, why should it apply? At a general level,
the benefits that mindful marketing brings to companies are the combination of:
• More
humanity
• More
reputation
• More
clients
5 keys to apply it to your business
1. Define well the business values that define your business
• It is
important that you are clear about the values of your company. Knowing how to
transmit them through your message and your product is a priority if you want
to apply mindful marketing.
2. Understand and empathizes with your target audience
• Become
aware of what the expectations of your ideal client are .
• Take into
account the mindset of the audience on the digital / social platform
"hosting" the conversation.
• Think of
relationships and not transactions when engaging with your target audience.
3. Seek a collective impact with creative solutions
• Practice
reciprocity, sharing knowledge and highlighting others.
• Teach and
listen to learn. Refrain from yelling and selling.
• Look for
the “deep acting” and not the “surface acting”.
• Unleash
your imagination and creativity!
4. Be transparent and promote a relationship based on trust with your
clients
• Use
storytelling to tell how your company was founded, how the business idea came
about and what values it has. This will create a relationship of proximity and
trust between the brand and the public.
5. Set SMART goals to deliver real change
• Once you
have established what are the values that identify you as a brand, it will be
important for you to reflect and determine the final objective you want to
pursue, the goal you want to achieve, in order to direct your marketing
campaigns towards it (for example, caring for the environment). environment).
• When it
comes to large-scale motivations (such as reducing pollution or offering job
opportunities to people with fewer possibilities), it can be difficult to set
goals appropriately. In these cases, use SMART objectives :
(S) Specific / Specific: as narrow as possible.
(M) Measurable / Measurable: that can be measured through
statistics, with KPI indicators .
(A) Achievable / Achievable - It's okay to be ambitious, but
it also has to be realistic.
(R) Relevant / Relevantes: Ask yourself why this objective
can help your business.
(T) Time-bound / Temporal: think about how long these goals
should be met.
